Branded Content - What Does It Mean? (adtech Tokyo) Lance Shields

1. Branded Content: What Does It Mean? Lance Shields 10/28/2010

2. Lance Shields Digital Marketing Director MRM Worldwide – Japan lance.shields@mrmworldwide.com http://mrmjapanvoices.com/ http://twitter.com/lancesh

3. • MRM Worldwide is a global digital and direct agency • Global network of 62 offices in 40 countries • Established in 1979 and part of McCann Worldgroup • We help our clients attract, engage, acquire and retain customers by building Customer Utility™ in a digital world.

4. • It’s NOT your campaign site • NOT your TV commercials on YouTube • NOT your magazine turned into an ebook But what about this thing called brand content? • NOT silly kittens you think are funny… • But it could be.

5. The problem with most branded content is it’s made by ad men… Branded content should be useful We’d be better off it was made by carpenters, programmers, chefs, teachers, comedians, bus drivers, dentists.

6. Put the user of your content in the center of it. “Why should we bother with your brand when we’re treated like ‘consumers’? We want something that surprises and challenges us with it’s phenomenal usefulness.”

7. The CMO Hierarchy = Brand, brand, brand… CMO Brand Manager A Brand Supervisor A Brand Staff A1 Brand Staff A2 Brand Manager B Brand Supervisor B Brand Staff B1 Brand Staff 2 Brand Manager C Brand Supervisor C Brand Staff C1 Brand Staff C2 Brand Manager D Brand Supervisor D Brand Staff D1 Brand Staff D2 Brand content please! Brand content please! Brand content please! Brand content please! “The Vendors” You want it, you got it!

8. CMO Brand Manager A Brand Supervisor A Brand Staff A1 Brand Staff A2 Brand Manager B Brand Supervisor B Brand Staff B1 Brand Staff 2 Brand Manager C Brand Supervisor C Brand Staff C1 Brand Staff C2 Brand Manager D Brand Supervisor D Brand Staff D1 Brand Staff D2 “The Vendors” Brand content please! Brand content please! You want it, you got it! “Networked People” ? ? ? ? ? Are they really doing their jobs?

9. The job of CMO today should stand for "chief movement officer" and not chief marketing officer. Seth Godin

10. ENGAGING INFORMATION NEEDS TO BE A “NETA” NOT SIMPLY INFORMATION FROM AN AD “Neta” Definition: News, item, information, material, stories, evidence, sushi ingredients Source: Genius Japanese to English Dictionary Want to search for and spread “Neta” as social currency. Want to be the center of conversation through my “Neta”.

11. IN THE WORLD OF SOCIAL MEDIA, THE TRANSFORMATION OF CONSUMERS TO ADVOCATES BECOMES MORE IMPORTANT FIND IT SHARE ITDO IT Awareness Engagement Advocacy CONSUMER ADVOCATES FROM TO

12. Chief Inspired Protagonist

13. His book:

14. "Timely conversations and no 'wasted' advertising. The old shotgun approach using TV, etc. just leads to mental pollution. Social allows us to talk with those who have raised their hand to talk with us.” Chris Middings 7th Gen’s Web Editor

15. “The Nation asks folks to register to post to our forums, download coupons, etc. We also send them a twice-monthly newsletter. It is a great way to educate them about the other issues in their lives that can be made healthier. Our primary goal is education.”

16. A final word… Brand is just another word for goodwill. Brand content is just another word for value. CMOs must become social or risk becoming irrelevant.

17. Thank you! ありがとうございます！